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nokia crowdsourcing unconference

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nokia crowdsourcing unconference

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  1. Crowdsourcing at Nokia Pia Erkinheimo Heli Haapkylä Concepting & Innovation May 2011 Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  2. Crowdsourcing is in the junction of Open Innovation and Social Media (Nokia Definition) Open Innovation Social Media User Driven Innovation Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  3. Crowdsourcing defined by academic research Open Innovation User Innovation Co-Creation Crowdsourcing Source: Modified from Schenk and Guittard, 2009

  4. Innovation defined by Nokia Source: Nokia Term Bank 2011 Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  5. Portfolio approach to Open Innovation Peer- production CO-CREATION With NOKIA internal product and service experience innovation operations, developers and users together (Nokia Sphere, IdeasProject, NRC Open Innovation, Nokia Backstage, Beta Labs, Nokia Conversations) Crowd-sourcing& co-creation CONCEPTING & GAME PLANNINGscreening and initial funding/from idea to results IDEA GENERATIONin-unit/cross-unit/external DIFFUSION & GTM GTM, localise, scale COLLABORATION Industry wide ecosystem operations and activities Clients, Partnerships, Universities, Standardization, Vendors (Nokia Growth Partners, Blue Run, Forum Nokia, Symbian Foundation, Meltemi) Partnering, “Extended Enterprise” External Companies Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  6. Democratising Innovation R&D Department of Millions Company Confidential © 2011 Nokia IdeasProject2.0]

  7. Nokia is looking for all kinds of innovations Biggest Pay-Off Least likely to succeed Suited to unstable markets Business Model Innovation More valuable than product innovation More likely to succeed Friendly to course-correction Process Innovation Product Innovation Source: Christian Hamilton, ILO: Speakers Series Feb 29 2008

  8. Idea Crowdourcing as part of enterprise social media strategy Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  9. Ramping up the Nokia crowdsourcing capability Internal External Passion for Innovation Innovation Leadership Co-creation Employer Branding Hear Listen Observe Talk With Be Authentic 20% 70% Marketing, dialogue with consumers Nokia Innovation Management Processes & Pipelines Internal Communities Rules of the Game 80% 30% Co-Creation Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  10. There are many interfaces to Nokia Crowdsourcing www.ideasproject.com www.ideasproject.com/mobile mobile-friendly site for iPhone, Android, Symbian3 – WP7 working in progress Partner platforms e.g. www.openideo.com http://sphere.nokia.com (internal) Consumers Enthusiasts Start-ups Developers www.somepitching.com Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  11. Various Audiences makes Nokia Crowdsourcing Alive Consumers Communities Investors Consumers Lead Users Technology trend setters Allliances Universities and research Operators Partners (B2B Crowdsourcing) Strategy FIRE (Nokia Innovation Community) Retail Sourcing NRC Nokia Developers Care Navteq WP / Smart Devices Marketing – Consumer Analytics and Insights FUTURE DISRUPTIONS Services Portfolio Management Googles, Apples, LGs, MediaTeks, Etc. Meltemi, Mobile Phones Nokia

  12. Great benefits of open innovation and crowdsourcing • Speed the developmentof new products, services, apps -> increased revenues and market share • Shorten time to market for new products, services, apps and accelerate profits • Tap in to disruptions outside stated strategy • Improve the success rate of product, services, apps and invite the audience to promote products and services It is also about: • Buiding brand association and brand stickiness – profiling the company • Turning openness and transparency into an business opportunity • Open, direct and honest discussion with the whole ecosystem; customers, developers, partners, NGOs, Universities, Society • Challenging ”status quo” in-house (internal R&D) • B2B co-creation • Hearing & listening consumers’ voice, it’s about caring and giving individual attention to our customers • Empowerment and Communities  Connecting People Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  13. Collaboration is based on semantic serendipity Company Confidential © 2011 Nokia IdeasProject2.0]

  14. Ideators have multiple motivations to participate in crowdsourcing Source: Harjanne 2011 Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  15. Every idea counts Your Idea Concept NOKIA Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  16. The Crowdsourcing “Process” Sea of Ideas Setting the scene and rules All ideas Awareness raising, Marketing “likings”, votes Facilitating, Responding Comments Coaching, Dialoguing Dialogues, teaming around ideas Statistical analysis * Approx 200 ideas by “wisdom of the crowds” rating Harvesting the ideas Approx 6-12 after harvesting go to finals Selecting the finalists Decision making “concepts” Decisions by Business Owner/s * text mining, clustering & regression analysis, data visualisation with neuro networks “Industry Firsts” “Nokia Firsts” Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  17. “What happens to the idea?” Let’s make digital art out of ideas! Nokia Developers World Your Idea Your idea finds its way. To other ideators in the community Co-creation partners e.g. operators, content providers, universities, NGOs Nokia Strategy & Consumer Analytics & Insights professionals Nokia business development decision makers Nokia R&D, NRC Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  18. It Takes Two to Tango:Consumers and Nokia Developers Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  19. Clear strategic goal: Bringing developers closer to consumers The opportunity Opening the dialogue between consumer and developers is the source. Nokia can leverage developer brand, authenticate brand essence to fuel innovation. Nokia connects people with ideas to those who can make things happen. This will create rich participation in the app ecosystem, thus creating wider and deeper developer relationships Let’s empower dialogue between consumers and developers. Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  20. There are no pure users or pure developers. Target Audience. There are no pure users or pure developers. Audiences exist along the spectrum reflecting our involvement, capacities and investment. We are all ideators, we are all part of the wisdom of the crowds. Consumers Enthusiasts Hobbyists Start ups Developers Company Confidential © 2011 Nokia Crowdsorucing at Nokia

  21. Team Ali Pitkänen Senior Manager, Crowdsourcing & Innovation Karoliina Harjanne, Community Manager Heli Haapkylä, Manager, Crowdsourcing Pia Erkinheimo Head of Crowdsourcing John Marino (20%) Marketing Manager, Marketing Copywriting + Tim Gorree (20%) Solution Architect, Nokia IT Virtual worlds & social media expert + Valerie Buckingham Director, Nokia Developer Brand Management “Business co-owner” of www.ideasproject .com

  22. Two flows of Ideas PUSH   PULL “Passion for Innovation” @Idea Space A Challenge sponsored by Business Owner/s

  23. WE BELIEVE. WE PROMISE. Connecting people to whatmatters and empowersthem to make the most of everymoment Nokia willempowereveryone to share and make the mosttheir life byofferingindispensablepersonalexperiences Company Confidential © 2011 Nokia Crowdsorucing at Nokia

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